You probably immediately knew the rest of the advertising slogan.
What happens in Vegas, stays in Vegas.
This is the advertising slogan Vegas switched to about 10 years ago. According to the visitors bureau and the news a few days ago, this slogan has played a big part in tourism rising 10% over that time. I do not condone what they are selling with this slogan.
However, there are valuable copywriting lessons to be learned:
- Appeal to your customers hidden desires.
- State what you are about (you may drive some potential customers away.)
- Remove the guilt a customer has about buying your product or service.
#1 – Your prospective customers may be on the fence about your product. Appealing to their hidden desires when nobody else is…may lead them to you.
#2 – This is a tough one for business owners that still operate on the “old” model. During a consulting day or phone consult I may ask, “Who is your ideal customer?” The answer I often get is, “everyone that will buy.”
In today’s world of easy access to information and easy access to ALL of your competitors, you need to specialize in a specific area first and expand outward. Customers want to know that what they are buying is specifically for them and not everyone. They want to feel special.
#3 – The Vegas ad goes above and beyond. If you are old enough you may remember the old Calgon commercials from 34 years ago. “Calgon…take me away.”
Watch the video and pay attention to the beginning and how it is giving permission to overworked, underpaid, under appreciated Moms that just need some relaxation.
Never underestimate the power of each and every message your customer reads, watches, or listens to. All of your copywriting and messages should have a purpose.